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  • All HBS Web  (3,617)
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  • All HBS Web  (3,617)
    • People  (15)
    • News  (950)
    • Research  (2,117)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,497)
← Page 9 of 3,617 Results →
  • September–October 2024
  • Article

How AI Can Power Brand Management

By: Julian De Freitas and Elie Ofek
Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
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De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
  • October 2001
  • Case

Healthcare Brands Corporation

By: David F. Hawkins
A U.K. and a U.S. firm are entering into a merger agreement. Management must decide whether the merged companies should be domiciled in the United Kingdom and account for the merger as a pooling of interests or the United States and account for the merger as a... View Details
Keywords: International Accounting; Mergers and Acquisitions; Contracts; Health Industry; United Kingdom; United States
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Hawkins, David F. "Healthcare Brands Corporation." Harvard Business School Case 102-032, October 2001.
  • November 2008 (Revised August 2011)
  • Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
  • 10 Sep 2012
  • HBS Case

HBS Cases: Branding Yoga

positions taken by a number of people. It wasn't just a descriptive story." “There are two elements of brand authenticity, and they appeal to two different sorts of people” Deshpandé decided that the... View Details
Keywords: by Kim Girard; Entertainment & Recreation
  • July 2012 (Revised July 2014)
  • Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa
In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details
Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
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Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
  • 04 Feb 2002
  • Research & Ideas

How a Juicy Brand Came Back to Life

conclusion that many marketing professionals are likely to resist: There is a vital interplay between the challenge a brand faces and the culture of the corporation that owns it. When View Details
Keywords: by John Deighton; Food & Beverage
  • 01 Mar 2021
  • Blog Post

Building Sustainable Brands

Prior to attending HBS, Liz Thomas worked at Colgate-Palmolive, Kimberly-Clark Corporation, and Crossmark with a Bachelor of Science from the University of Illinois Urbana Champaign. Since graduating from HBS in 2018, Liz joined General... View Details
  • 04 May 2009
  • Research & Ideas

What’s Next for the Big Financial Brands

headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do... View Details
Keywords: by John Quelch; Banking; Financial Services
  • Jul 11 2023
  • Interview

Consumer Brands Today: Q&A with Jill Avery

  • 07 Jun 2016
  • News

Can Brand Trump Win a Presidency?

  • 19 Mar 2014
  • Research & Ideas

A Brand Manager’s Guide to Losing Control

charge of public discussions about the brands they use. And while marketers have tried to take part, they've had to face the fact that social media platforms are primarily meant for conversations among... View Details
Keywords: by Carmen Nobel; Advertising
  • September 2015
  • Teaching Plan

Building Brand Infosys

By: Rohit Deshpandé
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Deshpandé, Rohit. "Building Brand Infosys." Harvard Business School Teaching Plan 516-018, September 2015.
  • June 2025
  • Teaching Note

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek
Teaching Note for HBS Background Note No. 525-021. View Details
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De Freitas, Julian, and Elie Ofek. "AI and Brand Management: Promises and Perils." Harvard Business School Teaching Note 525-062, June 2025.
  • 23 Apr 2012
  • News

How to Brand a Next-Generation Product

  • October 29, 2020
  • Article

How to Build a Digital Brand That Lasts

By: William Collis and David Collis
What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details
Keywords: Brands and Branding; Business Model; Adaptation; Framework
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Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
  • September 23, 2004
  • Article

Case Study: Global Brands

By: John A. Quelch
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Quelch, John A. "Case Study: Global Brands." The Times (London) (September 23, 2004).
  • November 1999 (Revised April 2001)
  • Case

General Brands Corporation (B)

By: David F. Hawkins
Keywords: Consumer Products Industry
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Hawkins, David F. "General Brands Corporation (B)." Harvard Business School Case 100-045, November 1999. (Revised April 2001.)
  • 10 Sep 2012
  • News

HBS Cases: Branding Yoga

  • 01 Apr 2008
  • News

The Brand Called Obama

  • September–October 2023
  • Article

Building Brand Engagement: Lessons from NFTs and Collectibles

By: Frank V. Cespedes and Ben Plomion
The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,... View Details
Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy
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Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5.
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